Tourists should learn about crafts in their own genuine habitats instead of the cold welcome of a crafts village. Photo:viewingmalta.com

The title has two words that have a somewhat broad definition and interpretation. Crafts are normally associated with the more tangible products that reflect the valuable work carried out by voluntary groups as well as skilled persons.

The term village denotes a community that has evolved over time into a close-knit society and one that has built up a particular character and culture. But when one reads the two words together, the perception is of some quaint-looking group of buildings and people with a sense of belonging and great pride in what they have managed to achieve for society.

But a short trip to Ta’ Qali (you are never more than 30 minutes away) will reveal a village that is nothing more than a group of rehabilitated Nissan huts and square, plain buildings that once formed part of the Royal Air Force airfield abandoned over 50 years ago.

While we have to admire the stamina and innovative spirit of those who created a centre for creativity, we need to try to understand whether the term crafts village actually means anything to the discerning visitor.

Visitors should be offered authentic and unique experiences

Normally, such centres are found in larger countries where it is difficult to see such handiwork being made in its place of origin. Here, in these islands, as I have already suggested, nowhere is more than 30 minutes away. So do we actually need a crafts ‘village’?

If we look at the promotion of culture and traditions as a lucrative attraction for visitors to these islands, then we ought to be looking at the display of an authentic experience that reflects the true character of the local community. We should not be content with just basic commercial activity.

Tourism is about the interactivity between communities and not just about strong economic growth for the select group directly involved through hospitality and service.

I believe, that through a stronger and more concentrated interactive experience, tourism can lead to a broader and more sustainable activity. Here I am speaking of a real sense of sustainability, not the kind we have been quoting under different disguises to interpret one policy or another. Real sustainability means that we plan and implement an activity that is based on inclusivity and that looks at promoting the attractiveness of our towns and villages in their entirety, with the relevant character, traditions, crafts and history.

We have a good opportunity of promoting this cultural interaction now in 2018 as part of the Capital of Culture programme but we need to insist on a holistic approach and not simply a superficial aspect, which reflects a top-down approach.

The year 2018 will be with us in fewer than 48 months. It will come and go but its impact will be with us for years to come. It can change the perception of these islands and turn us into a destination in the Mediterranean based on real culture and identified by the many crafts in our towns and villages.

We have an opportunity to draw visitors to our towns and villages for a real sense of community-based tourism and related experiences; an experience to learn about the crafts in their own genuine habitats instead of the cold welcome of a crafts village.

Over the past three years I have been researching and planning a number of itineraries and brief guides for our towns and villages as part of a project called Discovering Tourism in Malta and Gozo through its People and Culture.

This is a particular assignment aimed at raising awareness among the host communities of these towns and villages about the interactive and lucrative activity that is tourism.

If we want to attract the visitor who really wants to be here instead of the one who happens to be here, then we must offer authentic and unique experiences and not the pseudo effect of a crafts village that is more akin to a theme park than a real traditional place for a community.

Let us make this experience happen together by under-standing what tourism really is about.

Julian Zarb is a researcher in the sociocultural qualities of tourism.